Trustpilot and HubSpot Team Up to Foster Brand Trust, Collect Premium Reviews, and Drive Higher Conversions

On September 24, 2024, Trustpilot, a global consumer review platform, announced its listing in the HubSpot App Marketplace. This integration aims to streamline the review collection process, enhance customer experiences, drive conversions, and build brand trust. Notably, 86% of businesses consider verified reviews essential for purchase decisions. Through this integration, businesses can easily send Trustpilot review invitations at pivotal moments during the customer journey, facilitating valuable feedback and expanding brand reach with quality reviews.

“Consumers today seek transparency and authenticity. Our integration with HubSpot will enable businesses to gather critical feedback throughout the customer journey,” stated Brian Green, Chief Revenue Officer at Trustpilot. “In fact, 55% of U.S. consumers express greater trust in imperfect scores, as they indicate a commitment to improvement rather than merely showcasing positive reviews. With HubSpot, we empower businesses to engage with customers at key moments, fostering trust, driving growth, and establishing lasting relationships.”

By automating review invitations at crucial points, businesses can capture high-quality feedback when customers are most likely to respond, thereby strengthening relationships and enhancing credibility. Additionally, companies can leverage Trustpilot’s marketing assets to scale their review efforts, attracting new customers and potentially increasing conversions by up to 23%. The integration also enhances operational efficiency by aligning review collection with sales, service, and marketing processes.

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“We’re excited to integrate with Trustpilot, providing our users with a powerful tool to gather customer feedback,” said Scott Brinker, VP of Platform Ecosystem at HubSpot. “Our commitment is to help businesses grow by equipping them with tools that enhance customer engagement. This integration will empower users to build trust, capture high-quality reviews, and translate customer insights into actionable improvements, driving credibility and growth.”

A key aspect of the integration is its flexibility. Businesses can seamlessly incorporate review requests into their workflows, reaching customers after significant interactions—such as completed deals or resolved service tickets—to gather feedback. This approach has been shown to yield 15% higher star ratings and 105% more reviews compared to manual processes. Companies utilizing Trustpilot for reviews typically experience an average uplift of 30% in clicks across both paid and organic search, demonstrating the value of authentic, high-quality feedback.

Furthermore, the integration aids businesses in unifying their review and customer journey efforts, ensuring operational efficiency in aligning review collection with sales, service, and marketing processes. Companies that proactively invite reviews throughout the customer journey tend to achieve higher TrustScores and develop stronger customer relationships than those relying solely on organic reviews.

Key Features of the Integration:

• Automatic triggers for Trustpilot service review invitations based on HubSpot sales deals and service tickets.
• The ability to add dynamic tags to reviews for improved organization.
• The option to toggle the integration on or off without contacting Trustpilot support.
• Future enhancements will include increased customization options, such as selecting specific review templates, template localization, and additional email triggers based on user feedback.

Through this collaboration, Trustpilot and HubSpot will enable businesses to strengthen customer relationships, improve transparency, and establish lasting credibility. By automating the review process, companies can concentrate on growth and enhancing customer experiences, ultimately leading to stronger brand loyalty and sustained success.